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The 100% cruelty-free line actively targets diverse consumer groups who feel ignored by traditional beauty brands. Rihanna explained: “Fenty Beauty was created for everyone: for women of all shades, personalities, attitudes, cultures and races. I wanted everyone to feel included.”

Considering the artist’s flamboyance, a line focused on bright colour play was expected. However, the 14-piece collection is based on complexion cosmetics and comprises eight make-up items, ranging from primers to highlighters, and six applicator tools.

The hero product is the Pro Filt’r Soft Matte Longwear Foundation – an oil-free, matte-finish liquid concealer available in 40 shades, spanning a large spectrum of skin tones. The brand has also developed extra shades that will become available if customers fail to match their complexion to the existing line.

Celebrity-fronted brands have often faced skepticism from consumers doubting their authenticity. However, this range doesn’t rely solely on the fame of its founder, but instead focuses on developing high quality, efficacious products. Launched under brand incubator Kendo Brands, which also owns Marc Jacobs Beauty and Kat Von D Beauty, the line has benefited from expert brand strategy direction.